Browsing OSU Theses by Subject "acculturation"
Now showing items 1-2 of 2
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Direct Mail Advertising to Hispanics: the Influence of Acculturation on Attitude Toward the Ad
(Oklahoma State University, 2005-07-01)This study examines the influence of acculturation, language used and model ethnicity on the effectiveness of direct mail advertising to Hispanic consumers, as measured by respondents' emotional response to the ad. An ... -
Effects of Acculturation on the Language of Advertising Among Hispanics
(Oklahoma State University, 2012-05-01)This study examines the influence of acculturation and language on the emotional response of three print advertisements (English, Spanish, Code-Switched). The advertising treatments and surveys were administered to a ...